In this week’s Wednesday Five: Why advertisers don’t pay attention to women without children, Jennifer Aniston pens blistering op-ed on ‘sport-like scrutiny and body shaming,’ how the UK’s incoming female Prime Minister Theresa May voted on women’s issues, Egyptian women use social media to test roles, and a  desire for self-exposure might be reducing feminism to naked navel-gazing.


1.

Why Don’t Advertisers Pay Attention to Women Without Children?

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When we see the commercials for the latest cleaning products, usually, the story line shows the mom as the protagonist in a house of messy kids. And, yes, the said cleaning product makes all things better. What’s wrong with this picture? It’s not the cleaning product. “The majority of marketing talks to adult women like they are all moms or want to be mothers,” said Adrianna Bevilaqua, chief creative officer at M Booth, a public relations company, in an interview with The New York Times. The critical issue here is that a significant number of women are not mothers. In fact, the latest census figures show that nearly half of women — 47.6 percent — between the ages of 15 and 44 do not have children. So, why do advertisers pitch mostly to women? In 2015, American moms were in charge of $3.4 trillion worth of spending decisions, which makes them the largest consumer group in the United States. Writing in Slate, Elissa Strauss offers that it’s time for advertisers to expand their marketing:

Still, expansion is possible; in recent years a number of campaigns have moved past the confines of the traditional, heterosexual family. There was, for example, Chase’s recent ad about a single mom and a Campbell Soup commercial featuring gay dads. Now childless women are wondering when it will be their turn.

RELATED: ‘Dietland’: A Call to Arms Against Body Shaming

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2.

Jennifer Aniston Pens Blistering Op-Ed on ‘Sport-like Scrutiny and Body Shaming’

There probably isn’t a week that goes by where Jennifer Aniston, since getting married, isn’t deemed pregnant. Writing an op-ed in The Huffington Post, Aniston takes to task our baby-bump obsessed celebrity media:

For the record, I am not pregnant. What I am is fed up. I’m fed up with the sport-like scrutiny and body shaming that occurs daily under the guise of “journalism,” the “First Amendment” and “celebrity news.”

And Aniston steeps the conversation in a larger issue, that women have the agency to choose for themselves what a “complete” life is:

We are complete with or without a mate, with or without a child. We get to decide for ourselves what is beautiful when it comes to our bodies. That decision is ours and ours alone. Let’s make that decision for ourselves and for the young women in this world who look to us as examples. Let’s make that decision consciously, outside of the tabloid noise. We don’t need to be married or mothers to be complete. We get to determine our own “happily ever after” for ourselves.

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